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A spokesman later said the Co-op would reiterate to staff the important of using correct language and not to mislead customers.

At a Dignity branch, a member of the Which? panel was told their relative would not be suitable to be viewed without being embalmed.

A spokesman said: "We believe that embalming is beneficial because it slows decomposition. This means that where a family wish to view, the experience will be much more comfortable."

The findings of the investigation are in the February issue of the magazine.

Joanna Pearl, Which? health and social care expert, said: "Our investigation found many examples of poor practice among funeral directors, but we applaud the examples of empathy and good practice we did see.

"But a good funeral arrangement is about more than empathy; it’s about comprehensive and correct advice along with impeccable professional conduct, which we did not always see.

"Arranging a funeral involves making difficult decisions at a time of considerable distress – funeral directors must get it right every time."